May '18

For the Business of Apparel Decorating

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2 0 1 8 M A Y P R I N T W E A R || 79 continued from page 37 continued from page 41 attractive in, and Davis acknowledges that no buyer should have to settle. "Overall, it's about casual, authentic, comfortable styling for every body type. Women's Ts lean steadily on a comfortable, fashion-forward fit." The draw toward clothes that layer without adding bulk and the inching down of hemlines can be directly attributed to the ever-blurring line between traditional daily wear and athleisure-as-wardrobe. As yoga pants are being updated in an effort to integrate them into pieces that travel farther than the gym, some hemlines are headed south to create a more modest look. As such, Davis says that as key transi- tion pieces, leggings and sports bras now transcend sport and crossover to almost any occasion. This speaks to the fact that most modern women have a go-to uniform that works no matter the circumstance. Women today want that kind of confidence out of every piece they purchase, as it seems we're doing more than ever in the course of 24 hours. Garments should be versatile and completely reliable on a day that starts with business and ends with socializing. "Long or short sleeved, scoop or V-neck, Ts are a must, and can be worn anywhere," adds Bostwick. In terms of color, while noting that long-loved black, heather gray, and burgundy are still the heavyweight champs, Amin reports that pastel tones in lighter hues have a strong presence this summer, with mustard and light blue as top contenders in a women's current color palette. Mai adds that women of today are very fashion savvy, and they tend to buy and influence trending colors for the seasons. She explains that colors such as mint, mauve, and maroon are all doing very well presently because of this influence. FASHION Speaking of influence, it was previously noted that women decide what apparel will be purchased for family members within a household, but it's extremely important to remember how women influence one another when it comes to decision making. "In addition to purchasing apparel for themselves, women often play a role in getting others to try a favorite fabric, style, or brand," Davis observes. He says that when a woman experiences a beloved item for themselves, their favorability can lend serious word-of-mouth credibility. It can also lead to additional single- household purchases, as the same consumer buys for family members and friends when they get behind a look they love. See? Women really do run the world. Digital influence is another driving force behind what styles are going to take off each season. "Social media platforms have become a very important tool for buying," says Mai. "Women follow and like certain brands online. They follow other women and bloggers who post fashion ideas and inspiration boards. With a successful fashion post, buying trends can spread like wildfire." Platforms like Instagram have driven social media-borne sales to new heights, and Mai says taking advantage of these sites is a great way to reach out to new followers and potential buyers. There may be some truth to the adage that women dress for other women. But it's evolved from that subtle competition-based innuendo. The most prevalent and positive trend in women's wear today is being on the giving or receiving end of the "You are looking fierce today!" glance between two females who are out there getting things done. It doesn't take the wardrobe of a starlet to create that feeling, just well- constructed pieces that make a woman feel amazing in her own skin. Plus, if you ask, we'll tell you exactly where you can buy one for yourself. That's girl power. Carl Clark was a friend and mentor and the best digitizer I ever knew. When Carl passed away, a light went out in my soul. Also, Mark Buchanan, who was my first editor at Print- wear. Mark's guidance and critique of my writ- ing, both style and substance, instilled a confi- dence in me that enabled me to know I could write the books that resided only in the library of my mind. Bob Wieber who gave me the op- portunity to meet and share with embroiderers across the country, write for Printwear for close to 20 years now, and who makes decisions based on what is best for his business—an ex- ample all businesspeople should follow. HELEN HART MOMSEN The Brothers, my husband Brad and his brother Brian, who own Axiom. Everything I've learned they taught me. How to sell, prod- uct knowledge, and cold calling. JEANNIE CARROLL BELK Barbara Engel Montgomery was one of my greatest mentors. She was the editor of the now defunct Ink Inc magazine. She was an excellent editor and writer and I learned a lot from her. In terms of the industry, I made many life-long friends who were invaluable in helping me gain the knowledge I have and un- derstanding of the processes. DEBORAH SEXTON My grandmother. She was a teacher and al- ways encouraged me to learn and grow and stretch. She would love that I'm kind of an educator now too. I like to think I'm carrying on her tradition. KRISTINE SHREVE I worked for Bob Hawn, who was vice presi- dent of sales for Outer Banks. He was very old school. He still sent handwritten notes to customers and built great relationships in the industry. Just seeing how he talked to people made me want to pattern myself after him. His work ethic was tremendous, and he showed me that working to a higher standard was something I valued. RACHEL NEWMAN WOMEN IN THE INDUSTRY WOMEN'S WEAR TRENDS

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